The iconic marketing and sales money by Canadian Tire touches just about everyone in Canada on a regular basis. Perhaps not as a frequent customer, but as one who has stashes throughout the car or house, or in the case of my mother, a stack clipped to the fridge; a constant reminder of the Canadian tire brand and potential cash discount.
As a child I loved when my parents would allow me to collect their 5 cent, 10 cent and when lucky, 50 cent bills. For those not from Canada, the bills are in denominations ranging from 5 cents and up, all paper. I was able to use those precious bills at my local store; after riding their on my trusty CCM.
My local Canadian Tire store is where my love for Jumpstart started. Canadian Tire was always local and invested in the community (as they are today). The day I saw the first sign was the day I was outfitting my son for his first season of hockey. There I was, a young parent, with a single income household and mortgage. I was calculating the cost of leaving the store with a fully outfitted hockey player. This was all new to me as I did not play hockey and to this day still consider the rink walls my most important piece of equipment.
Watching the sales clerk walk my son through the aisles, trying on the chin guards, gloves, pants and on and on my wallet started to hurt. What had first started out as a continuous calculation as the cart filled, soon turned into that question, “how can families afford this?”
Ours had no true understanding what expense we were getting into until that day but it was too late now as the next great one’s parents had already committed. It was at that point I saw the poster for Jumpstart at the end of the skate aisle; rather strategic I would say. A reminder to us that could afford our children’s foray into the expensive Canadian past-time, way more expensive than a Beavertail on a winter afternoon. A sign telling us how Canadian Tire cared about youth activities, youth health. Issues that had already started to be part of the national discourse on child and youth obesity.
The sign had shocking stats about the need and the way they were assisting families meet the wishes of their children. It was a very overpowering moment. Not because they told me the need, was prevalent in the media. It was the fact they had a simple, community-based solution. A solution that looked at many activities (70 today) for children with diverse interests but with one dream, to be part of activities with classmates and other peers in their community.
Since that day I try to make sure my Canadian Tire money goes in the bucket. Having the blind faith that Jumpstart was doing exactly what they claimed. Having spent a career working for non-profits I had become conscious of the new charities and foundations constantly sprouting up when our country already had over 60,000 registered charities: way more today. Each with a board, executive director, fax machine… But I trusted the brand and continued to give and continued to see in the media all the incredible work the program was doing. Simply put, Jumpstart showed results for a critical need in the country.
Then I started working for a large well-established Canadian non-profit that was also entrenched in communities across the country and my appreciation grew for Jumpstart. As I moved from community to community in my role I learned about our partnerships with Jumpstart. The long standing and trusted relationships based on a common goal, helping disadvantaged families. Active living was not my organizations’ focus, our focus was on assisting families and individuals to overcome socio-economic obstacles in order to lead healthier more independent lives. The health and well-being of children and youth was a common goal. And I would add, a goal that looked at the recipients holistically. Jumpstart created an avenue for us to talk to families about other needs once they came under the umbrella of the two entities.
My appreciation of Jumpstart runs deep. In my opinion the beauty of the program is twofold:
- Community based delivery based on local knowledge and brand trust; and,
- Using sport and activities for children and youth as an opportunity to recognize and address broader issues through program linkages that provide whole solutions while helping children be active and have FUN.
I hope you will join me in placing all of your Canadian Tire money in the buckets when you next go to their stores. Or, if you have children, teach them how a few cents can make a difference in the lives of children in their own community and school.
More about Jumpstart can be found on their website below: